商务英语写作知识要点

2024年1月31日发(作者：伏羲氏)

4)End with adapted goodwill (Clo)5. Uful ntences for closing of the good news letter:1)Looking forward to hearing from you.2)I hope this information will help you.3)We look forward to receiving confirmation of the rervation.4)It’s great to be worki ng together once again.6. Indirect Approach to Bad News Messages1)Don’t tell the bad news at the beginning.2)Begin with some good news or neutral information.3)Give explanations before releasing bad news.7. General Structure of Bad-news Messages:1)Begin with a buffer缓冲(introduction)2)Explain why the refusal has to be made (details)3)State the refusal (action) 4)Clo positively (clo)8. State the Refusals1)Make the refusal clear without misunderstanding.2)Offer some constructive and feasible suggestions.9. Clo of Bad News Letter:1)Polite 2)Positive 3)Confident4)Do not remind your readers of the negative message.5)Do not apologize for your to buffer:1) Showing positive attitude, appreciation2) Showing sympathy and care3) Demonstrating understanding11. U ful ntences for explaining why the refusal has to be made (Prent objective, reasonable and convincing the impression that the refusal is necessary and bad on careful consideration)1) Had we not gone through careful and thorough in vestigation, we wouldn’t have made such a decision.2) It is on the basis of careful consideration that we made such a decision.12. To be avoided: We mustreject/turn down/refu/disappoint youY ou surely understand …..We were surprid at your request.Y ou claim / Y ou state in your letter…This is the best we can do05 Complaint Letter

1. Inevitable Complaints:1)Improperly filled order 2)Damaged merchandi商品；货物3)Misunderstanding about prices2. Direct approach to Complaints and Claims:Business people want to know as soon as possible when something wrong has happened to their products or rvices sothat they can correct the situation immediately. Directness lends to clarity of purpo and success.3. Types for complaints1)Complaint for Poor Quality2)Complaint for Shortage3)Complaint for Invoice Mistake 4)Complaint for Delivery Delay5)Complaint for Wrong Items6)Complaint for Poor Packaging4. Structure of Complaint letter1)Explanation of Problem + Background Information (what situation, when, color, model No.)help to identify the problem + How Y ou Suffered (if necessary)2)Action required with deadline ( replace the faulty goods, refund the money, repair the goods, etc)3)Warning (strong but polite)5. Reply to Complaint Letter(括号内是句型)1)Explanation the problem + Background(T hank you for your letter of…About our delay ofshipment. We are sorry for not having been able to deliver the goods you ordered o n)2)Action required + Deadline (We take theresponsibility for the mistake and we willarrange for the replacement to be nt toyou within two da ys.) 3)Ending (Poli te We can assure you thatevery effort will be made to ensure thatsimilar erro rs.)6．U ful Sentences for Complaint Letter1）Describe the problem：On examination, we found all the goods were wetted.2）Action Required：Therefore, we are compelled to claim against you. We appreciate your eing the matter riously andarranging for the delivery within 5 days.3）Strong Demand：We will ask for the law if you cannot nd the goods to us within 10 days.4)Courteous demand for action：In view of our friendly business relations, we are sure that the matter will be ttledappropriately06 Persuasion/sales Letter（促销/推销函）1. Approach of Persuasion Letter——Indirect Approach2. General structure——AIDA1) T o Arou Attention

2) T o Create Interesta)Benefits of the goodsb)Choo the right appeal to feature your product or rvicec)Appeals mean the strategies you u to prent a product or rvice to your readers.d)Emotional Appeals: How people feel, taste, smell, hear, and e. Strategies that arou peoplethrough love, anger, pride, fear, and enjoyment.（Perfume, candy And food etc.）e)Rational Appeals: Reason---thinking mind. Strategies bad on saving money, making money,doing a job better, or getting better u from a product.（Automobile tires，Tools，Industrial ，equipment）3) Desire: T o Convince the readera)Benefits of the goodsb)Point out and stress all the benefits that your product can offerc)Determine the strongest psychological lling point:stressing a product’s benefits rather thanits physical features4) T o Motivate Actiona)Ask for orders.b)Offer other incentives that will make your reader responsive: a gift, a limited availability and adiscount.c)No-risk guarantee. d)Strengthening words.3. Principles of Persuasion Letter Writing1)Vivid language. 2)Be concrete.3)Focus on central lling point. 4)U inductive（归纳）approach (deductive演绎).5)S ome ―don’t‖ in Persuasion letter.a)Don’t exaggerate.b)Don’t belittle your reader.c)Don’t speak ill of your the reader what you can do, but not what others can not do!07 Memo/memorandum1. Components of Memo1)HeadingMEMORANDUM / C ompany’s Logo / SloganT o: (reader’s name and job title)From: (writer’s name and job title)Date: （complete and current date)Subject: (what the memo is about, highlighted in some way) ---Informative2)Body

Opening---state the purpo---DirectDetails---Highlighted3) ClosingAction or Conclusive Sentence2. Characteristics of Successful Memos1)Subject Headings 2)Single topic3)Conversational tone—Informal 4)Conciness---A void Wordy Sentences 5)Visual Signaling：numbers/ bullet s编号?boldface斜体italics斜体?heading3. Three points to A void1)A void abruptness 2)A void over-politeness3)A void unnecessary expressions4. AttentionInside the companyOne topic in one memoWithout company letterhead08 Meeting MaterialPart 1 Notice1. The Nature of Notice1)Purpo: To give information briefly and make the reader follow the message quickly2)Form to expressa)written on a blackboard or bulletin board公告板b)written as a memoc)written as a letter d)written as a postcarde)written in an email2. Types of NoticeMeeting noticeNotice for Greeting New Colleagues Holiday Notice Practice Notice3. Layout of Notices1)Heading (Subject matter or Notice)2)Body (time, place, purpo, materials)Full-blocked formU asterisks or bullet points or numberLeave spaces between headings and different ctionsU capitals, bold, italics or underlyingU sub-headings

补充analytical report：1）findings,conclusions,and recommendations2) Recommendation Reports3) Feasibility Report4) yardstick reports(指标报告)9. Proposal --- Recommendation ReportsWrite a recommendation report to ek approval when justifying or recommending something, such as installing a newcomputer system, hiring new employees, raising funds and adopting a new method.10. Difference between Recommendation Report & Feasibility Report :1) FR: -- Study possibility of success. Answer: yes, no, may be.2)RR: -- Strongly recommends the action suggested.

1)For Introduction:This report ts out to explain the company's recent success and publicize our conquent plans for purpo of this report is to improve objective of this report is to summarize the achi evements we’ve made as well as the tbacks we’ve experienced inthe past year.2)For Recommendation:On the basis of my investigation, it is suggested most strongly that we change our package is felt that it would be better to establish a parate department for product development than expand the current duties ofmarket rearch.13. Language & Writing Style of Business Report1)Objective & Impersonal 2)Specific & Factual3)Coherent 4)Reported speech5)Using Graphics --- Types of graphics:a)A table (detailed, specific information)b)A line chart (trends or relationships of two)c)A bar chart (amounts) d)A pie chart (numbers)e)A flow chart (Sequence)14. Supplemental Writing Skills for Reports1)Without abbreviations2)Active tone“我公司不能对订货少于10箱的单位发货。”“We cannot supply in packs of less than ten.” (Negative)

ption of Producta)Giving detailed information on a product, such as its appearance, functions, components,etc.b)Prenting a overall picture of a product and thus are ud as a part of product featuring.4. Method of Development1)When doing a process description, divide the process into distinct stages and then prent them stepby step. Usually a chronological order is convenient for this purpo.2)In product featuring, follow the quence:Give a definition in a general term →External overview →Descriptions of the function and purpo →Detailed discussion ofcomponents5. Language of Descriptions --- Analogy, simile and metaphors.6. Illustrations in DescriptionsIllustrations in the form of photographs, drawings, and diagrams are very powerful visual g relationship more dramatically than words alone, and giving a great deal of information more raphs help readers to have a realistic view of the object. Also visual is the proportion of each part of the object inrelation to other 2 Operating Instruction7. Operating Instructions1)Telling an accountant how to fill out a new form.2)Showing a technician how to t up and operate a new piece of equipment.3)Instructing a surgeon in the proper u and care of a new tool.4)Operating instructions are associated with consumer products.1)Instructions enable the reader to do something with minimum hesitation; they do not necessarilyrequire him to understand the operation. They explain to urs how to operate a device or u a product.2)Descriptions are verbal reprentation of a product or process. They show the readers how aproduct is made, how it works and why it is ud. They give the consumers a good idea of its features.9. Features of Operating Instructions1)Complete 2)Accurate 3)PreciAny missing or inaccurate information may lead to disastrous conquences.10. Points to Consider When Writing Instructions1)Understand your task wella)Instruction writers need to know about how the operations go. A good understanding of eachstage of operation can help you avoid giving confusing or inaccurate instructions.b)Y ou may interview someone who is familiar with the operations, watch him perform the task, andask questions at each stage of operation.